BMWs Purif-i

BMW's Purif-i

BMW has teamed up with Susanne Kaufmann, the exclusive Austrian natural cosmetics brand, to launch, “Purif-i”, an all-natural hand sanitiser and moisturiser.

The cross-marketing initiative is aimed at promoting BMW's i sub-brand.

“BMW i and Susanne Kaufmann are two distinct brands that are committed to a sustainable future, where environmental responsibility and luxury can coexist,” said Uwe Dreher, Central Marketing and Brand Manager for BMW i. “The unique collaboration between a natural cosmetics manufacturer and the BMW i mobility brand is an example of how nature and technology can work together and effectively enhance each other.” 

Purif-i will be presented to select customers and media in October and November of this year in New York, Berlin and Hong Kong.  In New York, the product debuted at the BMW Guggenheim Lab, where a panel discussion had been focusing on the topic of “New Paths” in sustainability marketing.  In Berlin, “New Paths” will be examined from the artistic aspect, while in Hong Kong, the discussion will focus on the topic of product retail.

BMW said that 'Purif-i was created for the BMW i generation, a generation always in search of products that not only make life in megacities easier, but also minimise environmental impact'.

Purif-i is composed entirely of herbal extracts and a combination of intelligent, super active substances, according to BMW. It simultaneously sanitises and softens hands, and since it requires no water or a towel, it can be used anywhere, anytime, BMW adds.

Mercedes-Benz recently announced a new fragrance for men simply labelled Mercedes-Benz Perfume.

I guess these are examples is is what the marketing people would call branding for a 'lifestyle experience' and 'personal values validation'.

How much is Purif-i retailing for? At EUR14 a pop, it's not a cheap way to keep your hands clean and moisturised, but you do get 'herbal extracts and a combination of intelligent, super active substances' as you bask in the premium glow of the BMW i-brand every time you squirt. And, hats off, it is a clever name.